HCP Digital Insights
Clare O’Brien, SVP Sales
MedData Group’s HCP Digital Insights is changing the way healthcare advertisers measure, optimize, and analyze their campaigns. In programmatic advertising, one of the most significant challenges advertisers face is how to measure an individual healthcare professional’s behavior within a given campaign. Currently, targeted non-endemic programmatic campaigns are blind to most forms of individual HCP-level measurement and only report the campaign performance as a whole.
HCP Digital Insights is a brand new, one-of-a-kind solution provided by MedData Group to give advertisers granular reporting at the unique individual level, tying digital behavior back to the individual’s National Provider Identifier (NPI) level data, all while remaining in full compliance with the Digital Advertising Alliance (DAA) and the Interactive Advertising Bureau’s (IAB) regulations. Once the campaign data is analyzed, advertisers can create derivative audience segments to target specific groups of HCPs based on their prior digital behavior.
HCP Digital Insights provides a unique opportunity for advertisers to gain deeper insight into the performance of their programmatic campaigns unavailable at the ad platform level. The ability to analyze exposed or engaged audiences by their profession, specialties, or various demographics within a campaign and then extend into the linkage of additional data sets, such as CRM or clinical behavior, allows for a much greater sophistication in campaign analysis and optimization. HCP Digital Insights is changing the level of granularity that advertisers expect from a comprehensive campaign analysis, and ultimately present advertisers with a deeper understanding of the behaviors of individuals, allowing for more relevant and ultimately successful campaign targeting and execution.